American children aged 2-11 are watching more and more television than they have in years. New findings from The Nielsen Company show kids aged 2-5 now spend more than 32 hours a week on average in front of a TV screen. The older segment of that group (ages 6-11) spend a little less time, about 28 hours per week watching TV, due in part that they are more likely to be attending school for longer hours.

This trend of increased viewing among children mirrors the overall increase in media consumption we’ve been tracking over the last two years across TV, Internet, Games and Mobile phones. And much like their older family members, the majority of viewing for these kids is still done watching live TV.

Very Early Adopters
While 97% of kids’ viewing is through live TV, younger kids spend more time than the older group viewing via DVR, DVD and, to a lesser extent, VCR. Four percent of kids aged 2-5 watch via those devices on average across total day compared to 2.3% for those aged 6-11. Their considerable use of these devices at a young age points to them being able to adopt new devices comfortably as they grow up.

One more thing younger kids do more than those age 6-11 is watch more commercials. Young kids also watch commercials in playback mode more than older kids and adults, as well as watch their favorite shows over and over and over on DVD, VOD and DVR.

Older kids may not use the DVR, DVD and VCR as much as the very young, but they spend twice as much time playing video games — 2 hours 23 minutes a week compared to 1 hour 12 minutes for those 2-5. Internet usage among older kids is also significantly higher as nearly half of kids 6-11 spent time on the Internet in August versus 20% of kids 2-5.

The three networks aired more than 36 minutes of commercials, including promotional announcements and public service announcements, during the DNC — compared with just 13 minutes of commercials during the GOP convention, according to Nielsen.

Of the three networks, CBS aired the most advertising during both conventions.

John McCain’s campaign ran 74% more ads during the Republican convention (11,845) than during the Democratic National Convention (6,791).  In contrast, Barack Obama’s campaign maintained consistent levels of advertising during both conventions (10,756 during the Democratic convention; 10,468 during the GOP convention).

Both parties’ committees ran more advertising during the opposing party’s convention than during their own.  The Republican National Committee Campaign ran 1,787 commercials during the Democratic Convention, but only 442 during the Republican Convention, while the Democratic National Committee Campaign aired 2,553 ads during the Republican Convention, but only 2,046 during the Democratic Convention. 

Political organizations, including “527” groups, ran approximately the same number of ads during both conventions: 22,245 spots during the Democratic convention and 25,767 during the GOP convention.